Exclusive: Iris Apfel Helps Introduce & Other Stories to New York

When you’re starting out in a new city, it helps to get to know some locals. And for European cult-favorite and H&M sister brand & Other Stories’ imminent New York opening—in Soho, on October 17—who better to introduce New Yorkers to the brand than street-style all-star and Advanced Style regular Iris Apfel?

Launching on & Other Stories’ website tomorrow is the latest in a series of “styling stories,” featuring Apfel wearing pieces from the brand’s Fall collection. “I think it’s an exciting moment for us in New York. A few of my friends who go to Europe say they had already discovered the store and it’s a great find,” Apfel told us. “It’ll bring high fashion, better quality, good value. I was really impressed with the design approach and the workmanship and fabrics.” Apfel was particularly drawn to the brand’s outerwear, and thinks it is something that will resonate with New Yorkers. “If a woman gets one thing this season, it better be a coat. There were a couple of stunning ones, some with skirts and scarves to match. I like architectural, simple, well-designed clothes, and what I saw fit the bill.”

Debuting here in the slideshow above, exclusively on Style.com, is a preview of Apfel’s styling story for & Other Stories. Catch the whole thing at stories.com on Tuesday, October 7. And check out & Other Stories’ first stateside store at 575 Broadway in Soho on the same day as its U.S. e-commerce launches, October 17.